Generation Z Perceptions of Quality Certification

Abstract

This article explores Generation Z consumers' perceptions of quality certification. Specifically, it studies what 270 Generation Z university students perceive when they observe that fruit has a quality certification label, assessing nine statements on a Likert scale. The study was conducted through an online questionnaire with participants from Greece (n=87), Romania (n=86), and the Czech Republic (n=97). Analysis revealed that as concerns Generation Z consumers' perceptions of quality certification of fruits, the three higher overall (for all countries) mean scores were obtained for fruits having better taste (MS=4.22), being of superior quality (MS=4.20) and free of pesticides (MS=3.84). The Greek university students are the ones that have the least trust in the quality labeling and certifications. The results of the ANOVA analysis and post-hoc tests also indicated that there are significant differences among the three countries' Generation Z-ers. Implications for fruit marketing based on results are discussed.

City image, city brand personality and generation Z residents' life satisfaction under economic crisis: Predictors of city-related social media engagement

“…Generation Z (or Gen Z) is the youngest and largest consumer group across all generations from 2017 through to 2030 (Euromonitor, 2018). Although various sources provide different start dates for Gen Z, it is generally acknowledged to begin in 1995 (Bassiouni & Hackley, 2014;Kamenidou et al, 2018;Priporas et al, 2017). Members of this generation are highly educated, technologically savvy, innovative and creative (Priporas et al, 2017).…”

“…Thirdly, it focuses solely on Generation Z residents (i.e. consumers), where a dearth of studies on Generation Z in the marketing field has been attested (see Kamenidou, Mamalis, & Dimitriadis, 2018;Priporas, Stylos, & Fotiadis, 2017;Stavrianea, Siomkos, Kamenidou, & Bara, 2018). To our knowledge, this is the first study of Generation Z on city branding context.…”

Segmenting the Generation Z Cohort University Students Based on Sustainable Food Consumption Behavior: A Preliminary Study

“…Generational cohorts are individuals born within a specific time range and at a specific place, who undergo the same life-changing events while 17-23 years of age [53]. The specific generation cohort has been selected since it is a group of individuals that now live on their own and must make the necessary food and consumption decisions [54]. The relevant literature provides mixed results regarding the food consumption behavior of university students.…”

Generational Differences toward Organic Food Behavior: Insights from Five Generational Cohorts

“…Therefore, given that the corresponding literature on the subject is extremely limited, it becomes critical to investigate the various generational cohorts as this has developed into an emerging and controversial topic in the Marketing domain. Consequently, while generational cohort theory was utilized at first only in four countries (the US, Canada, England, Australia), it has been rapidly adopted by other countries too mainly due to its high importance in consumer marketing [11,[47][48][49][50][51].…”